The Dichotomy of Branding: Discourses in the Orthodox Church of Finland
This article investigates branding in the Orthodox Church of Finland. How does the Orthodox Church discuss its public image, and how does the theoretical lens of branding add to this discussion? In this study church communication workers were interviewed, and church strategies examined. The results...
| Main Author: | |
|---|---|
| Format: | Electronic Article |
| Language: | English |
| Check availability: | HBZ Gateway |
| Journals Online & Print: | Drawer...
|
| Fernleihe: | Fernleihe für die Fachinformationsdienste |
| Published: |
[publisher not identified]
2022
|
| In: |
Temenos
Year: 2022, Volume: 58, Issue: 1, Pages: 91-117 |
| Standardized Subjects / Keyword chains: | B
Finnische Orthodoxe Kirche
/ Employment
/ Brand image
/ Marketing strategy
/ Public relations
/ Church
|
| RelBib Classification: | CH Christianity and Society KBE Northern Europe; Scandinavia KDF Orthodox Church RH Evangelization; Christian media |
| Further subjects: | B
Orthodox Church
B Finland B Branding B Communication |
| Online Access: |
Volltext (kostenfrei) Volltext (kostenfrei) |
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| 520 | |a This article investigates branding in the Orthodox Church of Finland. How does the Orthodox Church discuss its public image, and how does the theoretical lens of branding add to this discussion? In this study church communication workers were interviewed, and church strategies examined. The results indicate that discourses within churches are diverse and even contradictory. In the identified discourses the authenticity of the church is defended and the improper nature of marketing is asserted. At the same time marketing techniques are considered useful: marketing strategies employ public image and visibility. Based on Beyer, it is suggested that interviewees place a greater emphasis on church function. Moreover, this article discusses how identified discourses contribute to a broader discussion of the Orthodox Church’s relationship with modernity. | ||
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